A recent encounter illustrates a shift in B2B sales dynamics. The author received a sales pitch from a CRO at a well-known B2B company, who wanted him to consider their platform over a product he already used. The proposed switch involved higher costs and more work, which the author found unappealing. He argues that in 2026, prospects are less willing to engage in traditional sales processes, like watching demos or having sales calls. Instead, they expect solutions that work seamlessly and require minimal effort. The author outlines several key points for B2B sales leaders. First, any product claiming to be "10x better" must also be "10x easier" to use. If it involves more time and effort for the customer without a clear benefit, it’s a hard sell. Second, the ease of building custom solutions with AI means that demos now compete with the option to create something functional independently. Third, the willingness to switch products hinges on reducing friction, such as migration headaches and training. To capture attention, the author suggests that sales teams should allow potential customers to experience the product directly without the usual sales barriers. He imagines a pitch that emphasizes a hassle-free migration process and immediate results, rather than a lengthy sales cycle filled with calls and demos. The overall message is clear: the sales approach must evolve to meet the expectations of today's B2B buyers, who want efficient solutions without the traditional complexities.